Compared to previous types of marketing, digital marketing is a data goldmine. There’s no 100% verifiable way to measure how many people read a newspaper ad, but Google Analytics can quickly tell you how many people visited each page on your website, how long they visited for, and so much more.

In the realm of digital marketing, email marketing takes the lead as the most effective — with websites coming in at a close second. On average, every dollar spent on email marketing generates $38 in return. If you’re ignoring email marketing, you’re throwing away money.

To make the most of email marketing, it is important to understand the wealth of data every email campaign generates. By digging into the data, you can improve your email marketing for even better results for your company.

Fortunately, many email marketing services make it easy to understand important email marketing data — no degree in research methods or mathematics required.

While your particular marketing goals will influence which email marketing data is most important for you to examine, there are five types of data that are always worth tracking.

Open Rate

Part of what makes email marketing so amazing is how effective it is at putting your brand in …